What would you do in this situation? Please weigh in with your responses.

Look for our article . . .

You are the editor of an online newsletter that sells banner advertising. On day, the publisher walks into your office and says he's been discussing sales ideas with your ad rep because business is slowing down considerably. Many of your articles include references to companies.

"Bob in ad sales wonders if you could link within the articles the names of the companies that already advertise with us to their web sites," the publisher says. "He thinks it would be a good tool to recruit and retain business, and we're looking for every edge we can get." Other than "no," what could you constructively tell your publisher?


Note: this scenario, based on real-life experiences, was developed by Ira Pilchen, editor, American Bar Association, and Tony Stasiek, editor, Scotsman Publishing Inc., for the 2006 ASBPE Editorial Conference. Visit www.asbpe.org/about/code.htm to read about the group's Code of Ethics.

I see a very good reason to link to ANY companies mentioned in online articles - advertisers and non-advertisers alike. This is simply providing usefulness to your readers. That is simply how it's done online nowadays. If sales needs an edge, provide a contact information capture form on links for advertisers, so they get lead information.